ABSTRACT
The Marketing Research and Information module is an element of Stage 2 of the CIM syllabus and a key part of your study for CIM qualifications including the Post Graduate Stage 3. The gathering, recording and analysis of information relating to marketing opportunities is a key activity in marketing management. Francis Bacon said, ‘Knowledge itself is power’. Anyone working in business today knows that information lies at the heart of good decision-making; this is especially true in marketing. This module provides you with the knowledge and skill to manage marketing information, and the more specialist knowledge to plan, undertake and present the results from market research.
